Bridging the Separate Worlds of Marketing Science and Practice

In summarizing, with the present work, we contribute to the
literature on a detrimental relevance divide between marketing
science and practice. Specifically, while both scholars and
practitioners have empathized the need for more relevant research,
we discuss scholars' problems in autonomously assessing the
relevance of their work. This claim is supported by initial
empirical evidence, which indicates that especially pure scholars
and pure practitioners differ in their relevance evaluations. These
differences might hedge scholars about from producing more relevant
research.

We aim at providing further insights into differences in the
understanding of practical relevance between marketing scholars and
practitioners. Implications for the scholar practitioner debate and
for editors of numerous scientific journals are given.